Soft. Hard. Spiky. These three words, spoken by a consultant I hired while leading brand strategy for FutureBrand in Southeast Asia, were some of the first I’d heard used to describe a theory of how to “correctly” select brand personality traits. The idea, as I understand it, is that brands should have (at least) three […]
brand archetypes
Definition of brand archetype (What is a brand archetype?)
A brand archetype is a universally recognizable, innately understood character type or role that a brand can embody.
